Nine-year-old Heather McNamara speaks directly to the camera in a matter-of-fact manner. “They just said go to Philadelphia,” she related. “Philadelphia didn’t want to touch me.
“They said go to Florida. Florida didn’t want to touch me. And then we went to all these hospitals. They just told us to go to all these places.”
A message appears on screen which informs us that Heather had a baseball-sized cancerous tumor lodged among her vital organs.”
We return to Heather on camera who says that she and her family finally found a place that didn’t send her elsewhere: New York-Presbyterian. Heather stumbles a bit in her pronunciation of “Presbyterian.” She tell us of Dr. Kato who agreed to operate.
A supered message reads, “In a 23-hour surgery, Dr. Tomoaki Kato temporarily removed six major organs in order to remove the tumor.”
The camera comes back to Heather who tells us how happy she is to be better and cancer free.
The spot ends with the New York-Presbyterian campaign mantra, “Amazing Things Are Happening Here.”
The “Amazing Stories” campaign spanning TV and the web was created by New York agency Munn Rabôt. “Heather” and other spots in the black-and-white campaign featuring candid monologues from real patients were directed by agency co-founder/creative director Peter Rabôt and edited by Antoine Mills of wild(child), New York. Production house on the job was Lost Highway Films, N.Y.
“I’ve worked in advertising for the past twenty-five years, but I’ve never been fortunate to do anything like this,” Rabôt said. “I know by the incredible reaction this work is getting that we have something here that goes way above advertising–it’s not easy to break through in this category. Antoine sat through many grueling days with creative director John Stingley and myself and was a great creative support throughout the process. He settled for nothing less than the best and helped take this work, and the category, to a totally new level.”
Apple and Google Face UK Investigation Into Mobile Browser Dominance
Apple and Google aren't giving consumers a genuine choice of mobile web browsers, a British watchdog said Friday in a report that recommends they face an investigation under new U.K. digital rules taking effect next year.
The Competition and Markets Authority took aim at Apple, saying the iPhone maker's tactics hold back innovation by stopping rivals from giving users new features like faster webpage loading. Apple does this by restricting progressive web apps, which don't need to be downloaded from an app store and aren't subject to app store commissions, the report said.
"This technology is not able to fully take off on iOS devices," the watchdog said in a provisional report on its investigation into mobile browsers that it opened after an initial study concluded that Apple and Google effectively have a chokehold on "mobile ecosystems."
The CMA's report also found that Apple and Google manipulate the choices given to mobile phone users to make their own browsers "the clearest or easiest option."
And it said that the a revenue-sharing deal between the two U.S. Big Tech companies "significantly reduces their financial incentives" to compete in mobile browsers on Apple's iOS operating system for iPhones.
Both companies said they will "engage constructively" with the CMA.
Apple said it disagreed with the findings and said it was concerned that the recommendations would undermine user privacy and security.
Google said the openness of its Android mobile operating system "has helped to expand choice, reduce prices and democratize access to smartphones and apps" and that it's "committed to open platforms that empower consumers."
It's the latest move by regulators on both sides of the Atlantic to crack down on the... Read More